Journalism and Mass Communication-David Publishing Company
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  Journalism and Mass Communication


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Volume 1, Number 2, November 2011
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A face-to-face qualitative interview study was conducted to examine the perceived gender roles and gender identities among 10 to 12 years old girls in Hong Kong. Sixteen girls aged 10 to 12 were asked to take pictures from the media they consumed that illustrated What girls or women should or should not be; and what girls or women should or should not do. Analysis of interviews and images captured found that celebrities and characters in popular media play a significant role in socializing preadolescent girls on gender roles and gender identity formation. Celebrities and media characters that caught the interviewees attention were mainly female adult entertainers and media characters. Girls showed admiration of specific talents and personalities of the celebrities and media characters. They paid much attention to the private lives of the celebrities. They learned from celebrities and media characters that certain behaviors were not acceptable in the social arena.

Keywords: media images, socializing agents, preadolescent, qualitative method


Today, individuals can effectively use all kinds of communication tools with digital transformation. This transformation process is called The Network Society by Castells. According to Castells, people are living with long cables or networks that connect each other. With the progressing and spreading technological advances, entertainment sector is booming since 1950s even more dramatically than the computer sector. Digital games sector, in this perspective, has been the intersection area of the entertainment sector and the computer sector. We can include to these three sectors a fourth one: Communication (or Media) sector. With the convergence of these four sectors, there is an enormous sea of possibilities, opportunities and problemles faced by humans. Our information society is turning into games. Today, the traditional understanding of play has been replaced by digital games. Digital games as an independent communication tool differ from traditional play in that they include a new communication medium into action. There is a different communication process in these digital games, which especially is an interest to younger generations. Digital games provide an interactive environment with individuals as they allow electiveness, mobility and non-linearity. In an era of economic angst and where real and virtual identities are being discussed, individuals of the information society are searching for something different other than mass communication. They seek after individual experiences. The main focus in this study will be to analyze the habits of play in digital games. The relationship between digital games and their users will also be examined. The quantitative study of digital games will be a useful source for future studies and will bridge the gap in this area.

Keywords: game, new media, digital game


The objectives of this study are: first, to obtain a description that a political party website is an effective means of communication to carry out socialization programs to members of the party or the partys virtual public; second, to obtain a description that website is a useful means to give political education about peoples political rights; third, to explore the implication of webs content for strengthening the political partys identity. The research approach used was interpretive approach to qualitative-descriptive methods. Interpretive method emphasizes culture from the perspective of social construction theory (Papa, Daniels, & Spiker, 2008). Data collection (Mann & Stewart, 2000) conducted through site analysis of the People Justices Party (Parti Keadilan Rakyat) Malaysia website from January 16 to March 31 2010. The findings of this study are the website is an effective means to disseminate political partys program. Although, the virtual public or party members were preferring a direct face-to-face interpersonal communication. The People Justices Party, Malaysia has 14 MPN (Majelis Pimpinan Negeri/Regional Board) in the state-level. Regarding the political atmosphere in Malaysia, the website was an efficient tool. The costs required were very cheap. Second, the presence of party website opened a space for providing political education to more people. Third, the public responses stimulated improvement and strengthening the political partys identity.

Keywords: political rights, organization, identity, cyberspace


The purpose of this paper is to analyze todays construction of sports news, and to see the way that media present the live sports events and how do live sports events become global breaking news. We started with the theoretical background and we analyzed the audiences of the TV channels dedicated to sports. Media and violence is a well-known subject, and many theorists have analysed it but little research has been conducted about the effects that violence in sport news may have on people or society. Therefore, the aim of this study is to provide insights into these effects, to try to demonstrate that todays sports news does not focus on performance any more, but they have become a spectacle of violence and gossip. After reviewing the literature in order to gain a perspective on this topic, we focused on the complex reconstructive and subjective nature of news reception, the different ways the audience constructs meaningful interpretations from the news, exposure to news and the construction of violent images of reality.

Keywords: violence, sports news, television, society, mega-events


New Program Projects Selection for TV Companies

LIAO Sen-kuei ,CHANG Kei-teng, DUAN Wan-chun,CHANG Kuei-lun


Selecting new program projects plays an important role for TV companies. Balanced scorecard (BSC) which links financial and non-financial, tangible and intangible, inward and outward factors can provide an integrated viewpoint for decision makers to select optimal new program projects. This study combines BSC with analytic hierarchy process (AHP) to help Taiwanese TV company managers make better decisions in new program projects selection. Moreover, the practical application of the proposed approach is generic and also suitable to be exploited for Taiwanese TV companies.

Keywords: analytic hierarchy process, balanced scorecard, TV industry


The aim of this work is to study the interaction of spoken words and images that are used within programs targeted to popularize knowledge among teenagers. We will look into the program Bit@bit developed by Televisi de Catalunya, which is intended to disseminate computer concepts, tools and procedures. In this kind of program, one can find spoken language (on/off screen voices, interviews, etc.), other oral material (sounds, music, songs), written language (descriptions, title sequences, inserts and Uniform Resource Locator, or electronic addresses), and other visual material (film cut images, advertising, other TV programs, cartoons, films, both location or studio images, depicting reality, or computer screens, or logotypes). The profusion of multimodal elements used in this program helps to keep the young audiences attention. The use of references to their world or knowledge, as a target group, is based on interplay among different semiotic strategies. At the same time, the entire programs multi-segmentation into short video clips, combined with a fast paced sound track helps its audience to understand the specialized explanations presented. Of all the multimodal wealth that the program presents, we will concentrate only on the relationship between the words and the images (leaving other secondary semiotics to one side), the main strategy for achieving the objective of transmitting knowledge and winning adolescent audiences.

Keywords: discourse television, knowledge popularization, multimodality, teenagers


As a unique local convention of Islamic proselytizing, Uyghur religious specialists in the present Turpan Basin are using a kind of folk songs qoshaq to organize motifs and materials for their religious sermons. Though the poems are particularly used as religious texts at mosque preaching and other chances of Islamic proselytizing, their contents give insights into the ways of local Uyghurs to understand various daily happenings through the lens of Islamic doctrines. This issue can be taken as a process of the localization of Islamic culture among Uyghurs, therefore, it provides comprehensive pictures on the Islamic ways of local Uyghurs to accommodate their social realities. Through undertaking analyses on the structure, style, contents of the poems, this paper makes efforts to unfold the symbolic landscape of the poems implied, making clear the logic bases of those religious motifs and the attitudes Uyghur preachers had toward social realities.

Keywords: Uyghur folk songs, religious motifs, islamic accommodation of social realities




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   Journalism and Mass Communication journal covers all sorts of research on journalism, radio, videos and television journalism, new media, social network and media, news ethics and regulations, the integration of media and culture, literature, feminist culture, art, online education, online science and other relevant areas.


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Chinese Scientific Journals Database, VIP Corporation, Chongqing, P. R. China;
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Polish Scholarly Bibliography (PBN), Poland.

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